You gotta love a good headline. Virgin sacrifices are an ancient rite but the most mainstream sacrifice came from cellphone company Sprint, itself about to be swallowed up by T-Mobile.
What happened? Sprint needed to get rid of Virgin Mobile USA. Is that good or bad?
Virgin Mobile USA users will be moved over to Boost Mobile beginning next month.
Virgin is one of Sprint’s extra brands. Boost is another. Sprint is moving Virgin’s customers to Boost.
Most customers will be able to keep their current mobile device and “will receive a comparable or better Boost Mobile service plan with no extra cost.
What does this have to do with Apple? Not much, but I’m sure Sprint, Virgin, T-Mobile, and Boost have plenty of Apple iPhones among their customer ranks.
The point– beyond the cute headline– is that things change; brands change hands. Remember Beats headphones and Beats Music? Apple now owns Beats headphones, and Beats Music is now Apple Music.
The U.S. government, often sticking a nose where it doesn’t belong, may have sniffed the Beats-Apple deal and found nothing to sneeze at, but it did sneeze at Sprint-T-Mobile, asking the companies to get rid of the off-brand brands.
Dish gets those.
The government likes competition. Customers like competition. Businesses don’t like competition.
T-Mobile is my cellphone carrier. No complaints. A few months ago I noticed an oddity on my monthly bill. The original plan gave me 6GB of monthly data, plus a rollover of unused data (which often got used up during lengthy family vacations).
That was gone.
I called T-Mobile and complained. They looked at my original plan, looked at my current plan, and couldn’t figure out why it had changed. To compensate, they moved me to another plan with unlimited data for $10 a month less money (which I promptly added back with Apple Watch).
Those Virgin customers might complain to Sprint about being forced to new Boost Mobile plans, but business doesn’t care unless you’re ready to leave and move elsewhere.
Then they get creative.